ABSTRACT

This study aims to conceptualize and validate an anticipated emotion in the planned versus unplanned purchase (AEPUP) scale. We develop and validate the AEPUP scale using the original construct (as a basis). The procedures of scale development begin with construct definitions and are followed by a three-phase operation: (1) qualitative exploration of relevant dimensions and items, (2) scale development procedure, and (3) establishment of confirmatory factor analysis and nomological validity. The empirical findings show that the new scale (refined from the anticipated emotion concept) has sound psychometric properties and is distinctive. This research contributes to the understanding of anticipated emotion concepts, as well as refines and improves the construct of AEPUP. Customer relationship management can be significantly improved by applying the scale in the formulation and implementation of market segmentation, targeting, and positioning strategy.

摘要

本研究旨在概念化和验证计划与计划外购买 (AEPUP) 量表中的预期情绪。我们使用原始结构（作为基础）开发和验证 AEPUP 量表。量表开发的程序从结构定义开始，然后是三个阶段的操作：(1) 相关维度和项目的定性探索，(2) 量表开发程序，以及 (3) 验证性因素分析和法则有效性的建立。实证研究结果表明，新量表（从预期情绪概念提炼而来）具有良好的心理测量特性并且与众不同。这项研究有助于理解预期的情绪概念，并改进和改进 AEPUP 的结构。